Applied Consumer Behaviour

by Martin Evans, Luiz Moutinho, W. Fred Van Raaij

This volume introduces comsumer behaviour in a marketing context, in which the basis of consumer orientation is laid together with marketing's response in the form of the marketing mix. It discusses the wider issues concerning consumer behaviour, arising from changes in the marketing environment along with the consumer response to marketing activities and innovation, inlcuding customer information processing and their response to new and repeat purchasing and the consumer decision making process.

382 pages, Paperback

First published December 1, 1996